Method of delivering advertising through an interactive video distribution system

ES 2 345 138 T3

DESCRIPTION

Advertising delivery method through an interactive video distribution system.

Technical field

This invention relates generally to the effective delivery of advertising. More specifically, the present invention relates to delivering advertising by means of an interactive video delivery system.

Previous technique

The communications industry, such as television, print newspapers, etc., uses advertising as a means to inform or teach consumers about a particular issue. An advertisement could be a paid notice of goods or services for sale, a public notice, or any other such mechanism intended to inform the general public of a particular matter.

In addition to informing consumers, paid ads generate revenue for the communications provider. These revenues are used to produce television or radio programs, newspapers, etc., in order to offset the cost of the media to the consumer. However, for advertising to be effective, the ad should reach a large number of people and include information that is easy to remember.

In the television industry, an ad is a segment of video with a still or full motion image that is embedded in video programming. The video segment is typically short, for example thirty or sixty seconds. Unfortunately, it is often difficult for an advertiser to provide detailed information regarding the product, service, or public notice for such a short period of time.

One potential solution to providing detailed information is to increase the duration of the ad. Unfortunately, the block of time, or airtime, sold by a television broadcaster is expensive, making it prohibitively expensive for advertisers to run longer ads. Also, viewers are likely to become impatient with long commercials and switch programs to a different television channel. This is particularly true if a viewer is not interested in the advertised product, service, or public notice.

Since the duration of the broadcast is limited, advertisers conventionally supply supplemental advertising information, such as a telephone number, an email address, or an Internet site address in order that viewers can obtain additional information in a later instant. To retain this supplemental advertising information, a viewer must quickly deliver the information to a memory during the conventional thirty or sixty second video segment. Alternatively, the viewer could be forced to find a pen and paper to write the supplementary information. Unfortunately, supplemental information may not be accurately delivered to memory or recorded. In other words, a conventional television advertisement may not provide information effectively to the viewer, because the viewer cannot satisfactorily recall or record the supplemental advertising information.

A conventional ad is in a short-lived linear programming format. In other words, the content sequence is predetermined and does not vary in response to user input. Therefore, there is no way for the viewer to rewatch the ad in case some information is missing after the ad has finished running. Accordingly, an advertiser could run the ad several times during a television program, so that viewers can get all the supplemental advertising information in subsequent broadcasts of the ad. Repeated airing of the same advertisement undesirably increases the costs associated with advertising. The advertising budget is paid indirectly by the consumer through the cost of purchasing the product or service. Thus, repetitive broadcasting of the same advertisement inconveniently raises the cost of the product or service to the consumer.

When the telephone number, the advertiser's address, or the Internet website address is remembered or recorded in a satisfactory way, it is necessary for the viewer to establish further communication with the advertiser if he is interested in learning more about the product. , service or public notice advertised. For example, after viewing the ad, the viewer could call the advertiser on a conventional telephone line, send a letter to the advertiser using conventional mail delivery, or access the advertiser's website through a computer system. Unfortunately, this last action is uncomfortable for the viewer, and the viewer may be less likely to take this subsequent action.

EP-AO 817414 describes a computer system that extracts advertisement content from received audio data and received video data by means of an advertisement capture processor. The processor also stores the advertising content in memory and contains additional information regarding geographic data and road maps that can be used to locate a particular advertiser. Additionally, the processor can establish a telephone connection with an advertiser. This requires that all the specific information of the advertiser be transmitted at the time of the broadcast. Thus, the user cannot retrieve supplementary information from the broadcast center, once the broadcast of a particular advertisement has been completed.

ES 2 345 138 T3

US-A-5 903 816 describes an interactive video delivery system comprising a broadcast center, a service provider section and an end user section. The broadcast signal is transmitted through a satellite to the end user, and a return path is established via a telephone line and a media server to the broadcast center. Requests for additional information can be sent to the media server, and the requested information is either transmitted directly over the phone line or through the broadcast center. Thus, the user needs an additional transmission path and an additional service provider in order to perform the requested tasks such as order subscription. When supplemental information is broadcast, the information is provided on a particular channel to all end users.

Description of the invention

In accordance with the foregoing, an advantage of the present invention is that a method and a system are provided for delivering advertising to viewers in an efficient manner.

Another advantage of the present invention is that a method and system are provided for conveniently providing supplemental advertising information to a viewer.

Still another advantage of the present invention is that a method and system are provided for obtaining supplemental advertising information through a viewer television in connection with interactive video programming.

The above and other advantages of the present invention are carried out by a method having the features of claim 1 and an interactive video distribution system having the features of claim 14. Preferred embodiments are described in the dependent claims.

Brief description of the drawings

A more complete understanding of the present invention could be achieved by reference to the detailed description and claims when considered in connection with the Figures, in which like reference numerals refer to like items throughout the Figures, and where:

Figure 1 shows a block diagram of an interactive video distribution system for delivering advertisements to a plurality of interactive video subscriber units;

Figure 2 shows a timing diagram showing the coordination between a full motion program recorded on a recording medium and exemplary data codes also recorded on the recording medium;

Figure 3 shows a table explaining the functions for some of the data codes shown in Figure 2;

Figure 4 shows a block diagram of the components of one of the video subscriber interactive units at a subscriber location;

Figure 5 shows a flow chart of the advertising delivery process performed in a cable headend installation of the interactive video distribution system;

Figure 6 shows a table of an example menu database stored in a memory portion of the headend facility;

Figure 7 shows a flow chart of a supplemental advertising information thread performed in the headend facility;

Figure 8 shows an illustration of a video still image of an advertisement menu on a subscriber television screen; Y

Figure 9 shows an illustration of a supplemental information video still image for one of the advertisements in the advertisement menu shown in Figure 8.

Optimal mode to carry out the invention

Figure 1 shows a block diagram of an interactive video distribution system 20 for delivering advertisements to a plurality of interactive video subscriber units 22. Interactive video programs allow a subscriber to control the sequencing of content or programs presented on a television. Interactive video programming can be contrasted with more traditional full-motion video, also referred to as linear programming, in which the sequence of content is predetermined and

ES 2 345 138 T3 does not vary in response to user input. The entertainment, education, and related industries are increasingly providing interactive programming because such programming achieves greater user engagement. Accordingly, some of the principles of interactive video programming are used in the present invention to provide more efficient delivery of advertising.

A recording studio 24 is used in a conventional manner to record an independent, full-motion program on a recording medium 26. In other words, the studio 24 represents a source of video or video / audio programming. Figure 1 illustrates medium 26 as a film, but many other recording media known to those of skill in the art could also be used.

The content of the program is not important in the present invention. The program could include audio components, full motion video, and still image video. The program could be produced strictly for use in connection with the interactive video distribution system 20. Alternatively, the program could be or could have been previously produced for operation via conventional full-motion distribution channels, such as film, television, videotape, cable television, and the like.

The system 20 includes a conventional editing facility 28. By means of the editing facility 28, a sync channel is added to the program, and the edited program is recorded on a recording medium 30. In the preferred embodiment, the medium 30 is a tape from a conventional video cassette recorder (hereinafter VCR) having one video channel and two audio channels, but other media such as memory could be used for other applications. digital, a laser disk, and the like.In addition, the editing facility 28 could be added to the original program of the medium 26 or altered it.For example, the editing facility 28 could add new video programs to the original program, such as printed or textual questions, clocks, textual answers to questions, instructions, and so on.

In addition, the editing facility 28 generates advertisements or receives pre-recorded advertisements that are inserted into the original program during predetermined breaks in the original program. In the preferred embodiment, the advertisements are in a full motion video format. However, there is nothing in the present invention that limits advertisements to the full motion video format. Editing facility 28 is further configured to insert a logo (described below) in the full motion advertisement. The logo informs a subscriber that the advertisement is an interactive advertisement. An interactive advertisement is an advertisement in which additional or supplementary advertisement information could be obtained from the interaction through the subscriber unit 22 (described below).

Alternatively, the editing facility 28 could optionally collapse the original video programming such that the entire video portion of the original program took up less than an entire display screen and then generated advertisements in the form of text or logos. to place them in the parts of the display screen that were not currently occupied by the original program.

The editing facility 28 works in conjunction with a data-to-audio encoder 32 and a conventional personal computer 33. The data-to-audio encoder 32 is a standardized American code encoder for information exchange (hereinafter ASCII) from code to signal audio. Such an encoder could be implemented using modem tones, dual-tone multi-frequency tones (hereinafter DTMF), or other techniques that can be devised by those skilled in the art.

In a preferred embodiment, the editing facility 28 provides a timing signal to the personal computer 33 at an output 34. In response to the timing signal, the personal computer 33 accesses a file (not shown) that has numerous data records. Each data record contains ASCII data codes (described later) that are used to synchronize and customize the original program to a computer program (described later) that will assist in the implementation of the interactive portion of the original program. Additionally, the computer program will assist in the implementation of the interactive advertisement.

When the personal computer 33 detects the timing signal at the output 34, the personal computer inputs the ASCII data code to the encoder 32, which converts the data code to a sequence of audio signals or tones that are instantly recorded in the medium. 30. Conveniently, the sync audio signals are recorded on one audio channel of the medium 30, and the original program audio on the recording medium 26 is placed on another audio channel of the medium 30.

Figure 2 shows a timing diagram depicting the coordination between a full motion program 36 recorded on the recording medium 30 and exemplary ASCII data codes 38 also recorded on the recording medium 30. A first advertisement 40 and a second advertisement 42 is full motion video segments in a predetermined period of time, such as during an advertisement break 43. An advertisement break 43 is a grouping of a multiple number of advertisements placed side by side on the recording medium 30. The first and second advertisements 40 and 42, respectively, will be broadcast at the advertisement break 43 as part of the full motion program 36 .

Figure 3 shows a table explaining how some of the ASCII data codes that refer to the first and second announcements 40 and 42, respectively, could be interpreted. As indicated above, the

ES 2 345 138 T3 positioning of the data codes 38 according to ASCII is coordinated in the medium 30 with the complete motion program 36.

As shown in Figure 2, the data codes 38 are recorded on a sync channel 44 while the full motion program 36, including the first and second commercials 40 and 42, respectively, is recorded on a video channel 46 and one audio channel 48. Those skilled in the art will appreciate that Figure 2 depicts the relative timing between the data codes 38 and the full motion program 36, and that the actual tracks on which information is recorded in the medium 30 need not appear in longitudinal lines as shown in Figure 2. In addition, Figure 2 depicts vertical lines separating full motion program 36 from ad pause 43, first ad 40, and second ad 42 for illustrative purposes. Those skilled in the art will recognize that vertical lines do not actually appear on the recording medium 30.

Referring to Figures 2 and 3, data codes 38 generally serve two different functions. According to one function, data codes 38 carry program-specific data 50, and according to the other function, data codes 38 carry timing signals 52. The program specific data 50 personalizes a generic computer program (described below) to successfully provide interactive services for the full motion program 36 and for the first and second advertisements 40 and 42, respectively. In other words, the program-specific data 50 defines the actions and / or the action parameters that the computer program undertakes while the full motion program 36, including the first and second announcements 40 and 42, is being broadcast to subscribers. .

Of particular interest to an understanding of the present invention are program-specific data 50 related to the first and second advertisements 40 and 42. The program-specific data 50 includes identifiers to identify interactive advertisements as the first and second advertisements 40 and 42. In the exemplary embodiment, the program-specific data 50 "AD01B" is an advertisement identifier assigned to the first advertisement 40. Similarly, the program-specific data 50 "ADO2B" is an advertisement identifier assigned to the second advertisement 42. The program-specific data AD # .... N "indicates an advertisement identifier to identify any conventional advertisements (ie, no interactive) (not shown) that could be aired during ad break 43.

Other data codes 38 could include "ID" program specific data 50 which is unique program identification information, "GM" program specific data 50 signifying the beginning of program specific data, program specific data 50 "Θ "Marking the end of program-specific data, and" AR "program-specific data 50 identifying the advertisement pause 43.

The program specific data 50 is arranged to come before the full motion program 36 in the medium 30. Thus, when the medium 30 is put into operation from its beginning, the program specific data 50 is extracted and saved in a cable headend setup processor (described below) before full motion program 36 begins. This arrangement allows for precise synchronization between the computer program and the full motion program 36.

The program-specific data 50 does not inform the computer program when actions take place during the full motion program 36. However, the timing signals 52 are placed precisely where they are needed in the medium 30 with respect to the particular activities that occur during the full motion program 36, to inform the computer program when the actions take place. Thus, the computer program need not spend its processing time managing the program-specific data 50 while providing interactive services for the full motion program 36 and first and second advertisements 40 and 42, respectively.

During the editing process performed with the editing facility 28 (Figure 1), appropriate timing signals 52, and their tones or encoded audio signals related thereto, are selected for recording at appropriate times in the medium 30. The selections are performed in response to activities that take place in the full motion program 36. Each timing signal 52 defines an event that the computer program coordinates with the full motion program 36.

Continuing with reference to Figures 2 and 3, the specific timing signals 52 related to the beginning and end of the advertisement pause 43 and the end of each of the advertisements are of particular interest to an understanding of the present invention. first and second 40 and 42, respectively. For example, a timing signal "O" represents a start signal for the beginning of the announcement pattern 43, and a timing signal "Q" represents a stop signal for the termination of the announcement pause 43. A sync signal "R" signifies the end of an advertisement. Accordingly, the O and Q timing signals identify the announcement pattern 43, and an "R" timing signal 52 identifies the end of an announcement. The information supplied by the O, Q, and R timing signals combined with the advertisement identifiers included in the schedule-specific data 50 inform the computer program which advertisement is being broadcast and when the advertisement is being broadcast.

Other timing signals 52 could include an "A" timing signal 52 representing the beginning of the full motion program 36, a "B" timing signal 52 representing the end of the motion program.

ES 2 345 138 T3 full motion 36, and a sync signal 52 "C" representing the end of all interactive video content. Yet another of the timing signals 52 pertaining to the first and second interactive advertisements 40 and 42, respectively, is an "H" timing signal 52 which is described in detail below. In addition, there are program specific data 50 and timing signals 52 in association with the full motion program 36 that are not illustrated in Figures 2 and 3 and are not within the knowledge of the present invention.

Illustrated in Figure 2 is a single ad break 43 having two ads. However, those skilled in the art will recognize that two or more advertisements could be transmitted in connection with the full motion program 36 during the advertisement pause 43 and that more than one advertisement pause 43 could exist in association with the program. full motion 36. These additional ad pauses are also represented by start and stop timing signals and the announcements are signified by end of advertisement timing signals.

Referring back to FIG. 1, after the media 30 has been prepared, it can be saved until needed by the headend 54 of the interactive video distribution system 20. The headend 54 is in communication with any number of interactive video subscriber units 22 through a bidirectional video distribution medium 56. The video distribution medium 56 could, for example, be provided by a conventional cable television distribution network.

Head-end facility 54 controls the distribution of audio / video programming through video distribution means 56 to video subscriber units 22. Head-end facility 54 includes a computer 58, a video server 60, and any number of VCR 62, of which Figure 1 shows only one.

Player 62 is compatible with media 30. Player 62 has a first audio output 64, a remote control input 66, a second audio output 68, and a video output 70. Of course, types of media that are different from the medium 30 they could use players 62 that have other types of input / output channels. The first audio output 64 provides a sync channel 44 (Figure 2) to an audio-to-data decoder 72 of computer 58. A processor 74 of computer 58 provides a control data output to remote control input 66 of player 62.

The second audio output 68 and the video output 70 together provide a full motion program 36 along with the first and second announcements 40 and 42, respectively, through an audio / video channel 76 that is coupled to a display element. video server 60 video switcher. Processor 74 further has a data output that provides a video still image to a digital media server element of video server 60. The video server 60 multiplexes these two inputs with other optional video inputs, typically through modulation in different frequency bands, and outputs a broadband signal to the video distribution medium 56.

The audio-to-data decoder 72 performs a supplement to the operation described above in connection with the data-to-audio encoder 32. Thus, the audio-to-data decoder 72 includes tone decoders that recognize the audio tones recorded on the sync channel 44 (Figure 2) and generate corresponding ASCII data codes 38 in response thereto. Audio-to-data decoder 72 is coupled to processor 74.

Computer 58 further includes memory 78 that couples to processor 74, a time base 80 that couples to processor 74, an operator input / output section 81 that couples to processor 74, and a bank of modems 82 that it is also coupled to processor 74. Modem bank 82 is coupled over any number of telephone lines to a public switched telephone network (hereinafter PSTN) 84. The PSTN 84 is coupled via telephone lines to commercial companies 86, of which Figure 1 shows only one. The PSTN 84 is also coupled via telephone lines to the Internet 88, symbolically represented as a circular region in Figure 1. The Internet 88 is known to those skilled in the art as the connection system that links computers around the world in a plurality of networks, otherwise known as a world-wide network (or simply "web").

The memory 78 includes data that serves as instructions to the processor 74 and which, when executed by the processor 74, causes the headend 54 to carry out processes that will be explained later. For example, memory 78 includes a web browser 90. The web browser 90 is a program that acts as a "tour" guide for the Internet 88. Said web browser 90 includes pictorial desktops, directories, and search tools used to access the Internet 88.

Additionally, memory 78 includes variables, tables, and databases that are handled due to the operation of header facility 54. For example, memory 78 includes database 79 of menus 92, where one of each of the menus 92 are in association with one of each of the interactive video subscriber units 22. Menus are well known techniques in computer programming that serve to allow users to choose one or more of many different selections offered.

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The time base 80 is provided so that the computer 58 can track the current real time. The operator input / output section 81 includes one or more of keyboard, mouse, printer, video display terminal, buzzer, and other devices well known in the computer arts for the purposes of supplying data to human operators and receive data from human operators.

Figure 4 shows a block diagram of the components of the interactive video subscriber units 22 at a subscriber location. The interactive video subscriber unit 22 includes an apparatus 94 for placing on top of the television (hereinafter simply "apparatus") that is coupled to the video distribution means 56. The apparatus 94 is also coupled to a subscriber interface 96 and a television screen 98. The full motion program 36 (Figure 2), which includes the first and second advertisements 40 and 42, is a collection of video, audio, and / or data signals that are combined to provide interactive video programming. Specific video, audio, and data segments are selected from the full motion program 36, sent to a specific subscriber in response to subscriber input at apparatus 94, and viewed on television screen 98. The subscriber provides user input at apparatus 94 via keys that are pressed at subscriber interface 96. The keystrokes are detected at apparatus 94 and sent to facility 54.

Figures 5 and 7 show processes performed by a computer program operated on a computer 58 (Figure 1). This computer program is defined by programming instructions that are saved and executed from memory 78 of computer 58. Generally speaking, the computer program provides interactivity services for - and in sync with - the full motion program 36 (Figure 2) and the first and second announcements 40 and 42, respectively.

Figure 5 shows a flow chart of an advertisement delivery process 100 performed at the head end facility 54 (Figure 1) of the interactive video distribution system 20 (Figure 1). Process 100 is performed by headend 54 (Figure 1) in connection with interactive video programming. The process 100 is described in relation to the delivery of full motion programming and interactive advertisements to a single of the interactive subscriber units 22 for clarity of illustration. However, those skilled in the art will realize that a plurality of subscriber units 22 could be authorized to receive interactive video programming. Thus, the headend 54 performs the process 100 for each of the interactive video subscriber units 22.

Process 100 begins with a task 102, which causes the headend facility 54 to start interactive video programming. The initiation task 102 is performed by the headend 54 when the interactive video program is on the air. At the initiation of the interactive video program, one or more of the interactive video subscriber units 22 could be assigned to receive interactive video programming. However, the interactive video program will air whether or not any of the interactive video subscribers have been assigned. An assignment request by one of the interactive video subscriber units 22 means that the subscriber wishes to participate in an upcoming interactive full motion program. Subsequent to receipt of the allocation request, the headend facility 54 could, for example, provide a list of identifiers for programs that have been scheduled to be broadcast and perform additional functions, known to those skilled in the art, to provide service. interactive video. For clarity of illustration, the one of the interactive video subscriber units 22 will be referred to herein as an interactive video subscriber unit 22 '.

Following task 102, full motion program 36 is transmitted from video server 60 (Figure 1) of headend 54 (Figure 1) to interactive video subscriber unit 22 '. Following successful completion of task 102, headend 54 proceeds to transmit the full motion program 36 through video server 60 (Figure 1) to interactive video subscriber unit 22 '.

In connection with the transmission of the full motion program 36, a task 104 causes the first advertisement 40 (FIG. 2) to be transmitted to the interactive video subscriber unit 22 'at a first instant in time. The first ad 40 could be a full motion video segment, described above, that has been inserted into the full motion video program during ad pause 43 (Figure 2).

Referring to Figure 4, the first advertisement 40 is being displayed on the television screen 98. A logo 108 identifies the first advertisement 40 as an interactive advertisement. In other words, the logo 108 informs the subscriber of the interactive subscriber unit 22 'that the first advertisement 40 may be registered in the menu of among the advertisement menus 92 (Figure 1) that is in association relationship with the unit 22. 'interactive subscriber. The subscriber may wish to register the first advertisement 40 if he wishes to obtain supplementary advertisement information, described below, about the first advertisement 40. When the subscriber wishes to register the first advertisement 40 in the advertisement menu 92 in association relationship, the subscriber creates a registration request, for example, by pressing a color coded key at subscriber interface 96 or by pressing another designated key or other designated keys at subscriber interface 96.

Referring back to process 100 (Figure 5), in response to task 104, an event task 106 causes the headend facility 54 (Figure 1) to determine whether a registration request has been received from apparatus 94 (Figure 4). of the interactive subscriber unit 22 '(Figure 1). The registration request is dispatched through device 94 (Figure 4)

ES 2 345 138 T3 over the video distribution means 56 (Figure 1) and through the video server 60 (Figure 1) to an input 107 (Figure 1) of the processor 74 (Figure 1). Input 107 is a return path from bidirectional video distribution means 56 that can be routed through a local terminal server element of video server 60 (Figure 1).

When the event task 106 determines that a request to register the first advertisement 40 has been received, a task 110 is performed. Task 110 causes the processor 74 (Figure 1) of the headend facility 54 to provide a message to the apparatus 94 (Figure 1) for display on television screen 98 indicating receipt of the registration application. For example, a text message could be overlaid on the full motion program 36 (Figure 2) that uses out-of-band signaling to confirm receipt of the registration request and the addition of the first announcement 40 to the menu that is in relation to association of menus 92 (Figure 1). This text message remains displayed on television screen 98 until synchronization signal H 52 (Figures 2 and 3) on synchronization channel 44 (Figure 2) of medium 30 causes the text message to be vacated. television screen 98.

In connection with task 110, header facility 54 performs task 112 (Figure 1). This task 112 causes the header facility 54 to generate an entry for the first advertisement 40 in the menu in association of the menus 92.

Figure 6 shows an example of table 114 of menu database 79 stored in memory 78 (Figure 1) of the headend installation (Figure 1). The menu database 79 includes menus 92 in association with the interactive video subscriber units 22 (Figure 1). Each of the menus 92 is maintained and updated by the header facility 54 (Figure 1). In other words, entries to menu database 79 are added and removed in response to requests from any of the interactive video subscriber units 22 (Figure 1). Thus, each of the menus is customized for the specific subscriber in response to the subscriber's registration requests. In order to clarify the description of the preferred embodiment, table example 114 shows a first menu 116 that identifies menu 92 in association with interactive subscriber unit 22 '(Figure 1).

Referring back to process 100 (Figure 5), task 112 causes headend facility 54 to generate a first entry 118 in first menu 116 for subscriber unit 22 '. The first entry includes an advertisement identifier 120 corresponding to the AD01B program specific data 50, described above, which is the advertisement identifier assigned to identify the first advertisement 40. Additionally, the first entry 118 could include a textual description (not shown) of the first ad 40.

In connection with task 112, a task 122 causes the header facility 54 to place a first advertisement 40 in a prioritization order 124 (Figure 6) in the first menu 116 (Figure 6). In accordance with a preferred embodiment of the present invention, advertisements are prioritized based on a "last in, first out" buffer plan in response to receipt of registration requests. In other words, the advertisement that is in association relationship with the last received registration request has the highest priority in the prioritization order 124. The header facility 54 (Figure 1) subsequently uses the prioritization order 124 when generating an image. video still (described below) from the first menu for display on the television screen 98 (FIG. 4) of the interactive video subscriber unit 22 '(FIG. 1).

Tasks 110, 112 and 122 are performed independently of the transmission of the full motion program 36. In other words, while the computer 58 (Figure 1) of the headend facility 54 (Figure 1) is generating an entry in the database 79 menu, the full motion program 36 continues to be transmitted from the video switching element of the video server 60 (Figure 1).

Following task 122 or when event task 106 determines that a registration request has not been received, process 100 proceeds to perform an event task 126. Event task 126 determines whether the complete motion program 36 ( Figure 2) is finished. The completion of the full motion program 36 is determined, for example, when a sync "B" signal 52 (Figure 2), representing an interactive video program end, is detected by the computer 58 (Figure 1) of the header installation 54. When full motion program 36 has not finished, program control goes back to task 104 to continue in order to monitor subsequent advertisement registration requests, for example, second advertisement 42 (Figure 2) in a flash. back of time.

When event task 126 determines that full motion program 36 has finished, process 100 proceeds to task 127. Task 127 causes head end facility 54 (Figure 1) to terminate interactive video programming. Termination of interactive video programming could be accomplished through a communication exchange between apparatus 94 (Figure 4) and headend 54 (Figure 1). Following the completion of the interactive video schedule, process 100 proceeds to an event task 128.

Event task 128 causes the headend facility to detect a condition to view the first menu 116 (Figure 6). In the preferred embodiment, upon detection of the completion of the full motion program 36, the computer 58 (Figure 1) automatically recognizes a necessary condition for the computer program to communicate the first menu 116 to the video subscriber unit 22 ' interactive. Alternatively, an execution order could be detected at head-end 54 (Figure 1) from apparatus 94 (Figure 4) in which a

ES 2 345 138 T3 subscriber has entered the order to execute via subscriber interface 96 (Figure 4) of, for example, a main menu (not shown).

When the event task 128 detects a condition or an order to execute to view the first menu 116, a sub-process 130 delivering supplemental advertising information is performed (Figure 1).

Figure 7 shows a flow chart of supplemental advertising information delivery thread 130 (Figure 1). Thread 130 is performed to acquire additional, or supplemental, information related to an advertisement. Thread 130 could be performed automatically following the termination of an interactive video program or upon command of execution by a subscriber at the subscriber's convenience.

Thread 130 begins with task 132. Task 132 causes processor 74 (Figure 1) to provide a video still image to the digital media server element of video server 60 (Figure 1). The video still image is then communicated from video server 69 via video distribution means 56 to apparatus 94 (Figure 4) for display on television screen 98 (Figure 4) of display unit 22 '. interactive video subscriber.

Figure 8 shows an illustration of subscriber television screen 98 displaying a video still image 134 of the first menu 116. Although the prioritization request 124 (Figure 6) is not expressly shown in the video still image, the processor 74 configures the first menu 116 on the video still image 134 using the prioritization order 124 (FIG. 6) established when entries were generated in the menu database 79 (FIG. 6). For example, since the first ad 40 was the first ad for which a registration request was received, ad identifier "A" 120 is the last ad identifier listed in video still image 134.

The first menu 116 displays advertisement identifiers for a number of advertisements that were recorded in the menu database 79 (FIG. 6) for the subscriber of subscriber unit 22 '. The first menu 116, as displayed in the video still image 134, is an interactive menu. In other words, a pointer 136 could be moved by the action of the subscriber using the subscriber interface 96 (Figure 1), for example by moving a mouse. Alternatively, up or down scroll keys could be pressed to successively highlight, or point to, one of the first menu entries 116, or the subscriber could press a number key on the subscriber interface 96 in association relationship. with an advertisement.

Referring back to thread 130 (Figure 7), following communication task 132, an event task 138 is performed. This event task 138 causes processor 74 to be monitored for an input select request from the drive. 22 'interactive video subscriber. When the subscriber wants to know more about an advertisement listed on the video still image 134, he selects one of the entries by moving the pointer 136, or some other indicator, to that entry and selecting it by pressing a key on the interface 96 of subscriber. Alternatively, the subscriber could press a number key on the subscriber interface 96 that is in association with the entry.

The selection request is dispatched through apparatus 94 (Figure 4) on video distribution medium 56 (Figure 1) and through video server 60 (Figure 1) to input 107 (Figure 1) of processor 74 ( Figure 1). When an input select request is obtained, thread 130 proceeds to task 142.

Task 142 causes processor 74 to provide a second video still image via video server 60 and over distribution medium 56 to apparatus 94 (Figure 4) for subsequent display on television screen 98. In the exemplary embodiment, the pointer 136 (Figure 8) is pointed to - and a subscriber selects a second entry 144 in association with the second advertisement 42 (Figure 2). Alternatively, the subscriber could press a "3" key on the subscriber interface 96 (Figure 4).

Figure 9 shows an exemplary illustration of the subscriber television screen 98 displaying a second video still image of supplemental advertising information 148 in association with the second advertisement 42. In the preferred embodiment, the supplemental advertising information 148 It is in the form of a 150 second interactive menu. The subscriber could select any of the entries in the second interactive menu 150 in the same manner as in which entries are selected from the first menu 116.

As illustrated in Figure 9, the interactive menu 150 includes an intra-system link entry (MORE INFORMATION) 152, a purchase option entry (PLACE ORDER) 154, A HYPERLINK ENTRY (VISIT WEBSITE) 156, a cancellation Announcement menu entry 158, and a return entry 150 to the announcement menu. However, the supplemental advertising information need not be presented exactly as illustrated. Rather, the supplemental advertising information 148 could have different combinations of the above-named entries. Alternatively, the supplemental advertising information 148 could be a full-motion or text-based video segment that provides the subscriber with additional information related to the advertised product, service, or public announcement.

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Referring back to thread 130 (Figure 7), following the provision of the second interactive menu 150 (Figure 9) in the second video still image (Figure 9), an event task 162 determines if an input 152 has been detected intra-system link. In other words, event task 162 causes processor 74 (FIG. 1) to determine whether an execution command to activate an intra-system link has been detected at processor input 107. An intra-system link is an address embedded in the "MORE INFORMATION" phrase of the second interactive menu 150 that is activated when input 152 is selected. The intra-system address is recognized by processor 74 as an address for a memory location 78 (Figure 1).

When the processor 74 detects an intra-system link activation execution command, the program control proceeds to perform a task 164. Task 164 causes the processor 74 to obtain data related to the announcement of the address assigned location in memory 78 The data could be textual information such as an address and telephone numbers for a commercial company 86 (Figure 1) and / or graphic information such as drawings or photographs.

In response to task 164, a task 166 causes processor 74 to dispatch data through digital media server element of video server 60 (Figure 1), onto video distribution medium 56 (Figure 1), and to apparatus 94 (Figure 4) for subsequent display on television screen 98 (Figure 4).

Following receipt of the data through the intra-system link to memory 78, the subscriber could return to the second interactive menu 150 via conventional interactive techniques to return to a previous display. Thus, following task 166 or when a negative response is determined to intra-system link event task 162, thread 130 proceeds to event task 168.

Event task 168 determines if a call option entry 154 has been selected (Figure 9). In other words, event task 168 causes processor 74 (FIG. 1) to determine whether a call option execution order has been detected at processor input 107.

When input 154 is received, program control proceeds to task 170. Task 170 causes processor 74 to dispatch a purchase order through modem bank 82 (Figure 1), and PSTN 84 (Figure 1). ), to commercial company 86 (Figure 1). The purchase order could be in the form of an electronic mail message (e-mail) to business company 86 containing information related to the subscriber, such as mailing address, phone number, card number for charges, etc. .

Following the dispatch of a purchase order, the subscriber could return to the second interactive menu 150 via conventional interactive techniques to return to a previous display. Thus, following task 170 or when a negative response to purchase option selection event task 168 is determined, thread 130 proceeds to event task 172.

Event task 172 determines if a hyperlink entry 156 has been detected (Figure 9). In other words, event task 172 causes processor 74 (FIG. 1) to determine whether an execution command to activate a hyperlink has been detected at processor input 107. A hyperlink is a network address assignment for the Internet 88 (Figure 1) that is embedded in the phrase "VISIT WEBSITE" of the second interactive menu 150. Hyperlink is activated when input 156 is selected. When processor 74 detects hyperlink input 156 in event task 172, program control proceeds to task 174.

Task 174 causes processor 74 to call web browser 90 (Figure 1) from memory 78 (Figure 1) to access a first website 176 (Figure 1) related to business enterprise (Figure 1). The first website 176 contains supplemental advertising information such as, company statistics, product and price lists, hyperlinks to more web pages related to the trading company 86, etc.

The Internet 88 is not a single network, it has no owner or controller, but it is an ungovernable network of networks, a confederation of many different networks, public and private, large or small, that have agreed to connect with each other. The Internet 88 relies on no single transmission medium. Two-way communication can occur via satellite links, fiber optic trunk lines, telephone lines, cable television wires, and local radio links. The web browser 90 is configured to provide access to the Internet 88 using the hyperlink to navigate to the first website 176.

When the web browser 90 finds the first website 176, the processor 74 (Figure 1) connects the appliance 94 (Figure 4) to the first website 176 by transmitting a digital representation of the first website to the appliance 94 through the digital media server element of video server 60 (FIG. 1) for subsequent transmission over video distribution medium 56 to apparatus 94. The first website 176 is then conveniently displayed on the television screen 98 (Figure 4) to provide supplemental advertising information.

Following the display of the first website on television screen 98, the subscriber could return to the second interactive menu 150 via conventional interactive techniques to return to a previous display. Thus, following task 174 or when a negative response to hyperlink trigger event task 172 is determined, thread 130 proceeds to event task 178.

ES 2 345 138 T3

Event task 178 determines whether ad cancel input 158 ​​has been detected (FIG. 9). In other words, event task 178 causes processor 74 (FIG. 1) to determine whether an execution command to cancel the announcement of the announcement menu has been detected at processor input 107 (FIG. 1).

When processor 74 detects an execution command to cancel the announcement from the announcement menu, program control proceeds to a task 180. Task 180 causes the processor 74 to remove the entry from the announcement menu. In the exemplary illustration, detection of ad cancel entry 158 serves second entry 144 (FIG. 8) for ad B of first menu 116. Once the second entry 144 has been removed from the first menu 116, a subscriber will not be able to receive supplemental advertising information 148 (FIG. 9) related to the second advertisement 42 (FIG. 2). Thus, task 180 allows a subscriber to further personalize the first menu 116 by removing an ad entry that is no longer desired.

Following the cancellation of the second entry 144 (Figure 8) of the first menu 116 (Figure 8), the subscriber could return to a second interactive menu 150 by means of conventional interactive techniques to return to a previous display. Thus, following task 180 or when a negative response to event task 178 is determined, thread 130 proceeds to event task 182.

Event task 182 determines if return to announcement menu entry 160 has been detected (Figure 9). In other words, event task 182 causes processor 74 (Figure 1) to determine whether an execution command to return to the advertisement menu has been detected at processor input 107 (Figure 1).

When the processor 74 does not detect an execution command to return to the advertisement menu, the second video still image 146 (Figure 9) remains displayed on the television screen 98 (Figure 4), and program control returns again. to event task 162 to continue monitoring for execution orders for any of inputs 152,154,156,158, and 160. Thus, a subscriber can review any information and any links provided in the supplemental advertising information 146 (FIG. 9) in any order, and as many times as he wants.

When the processor 74 detects an execution command to return to the advertisement menu, program control returns again to task 132 and the video still image 134 (Figure 8) of the first menu 116 (Figure 8) is communicated to the apparatus 94 (Figure 4) for display on television screen 98. Video still image 134 remains displayed on television screen 98 (FIG. 4), until task 138 determines whether a selection request has been detected for another first menu entry 116.

Thus, a subscriber may select another entry, such as the first entry 118 (Figure 8) for the first advertisement 40 such that the processor 74 obtains a selection request for the first entry 118. Thread 130 is then repeated for the first entry 118 to obtain data related to the first advertisement 40 from memory 78 (Figure 1), dispatch a purchase order, or connect the interactive video subscriber unit 22 'to a second website. 186 (Figure 1) for a second among commercial companies 86 (Figure 1). Thus, a subscriber can review any of the information and links provided for any of the nuncio entries in the first menu 116 in any order and as many times as desired.

Event task 138 causes processor 74 to continue monitoring for an advertisement input select request. When an ad entry select request is not obtained, for example, when a menu exit execution command 188 is received or following a predetermined interval of time, thread 130 exits.

Referring back to ad delivery process 100 (Figure 5), following an exit from thread 130 or when processor 74 does not detect a condition to view the ad menu in event task 128, delivery process 100 advertising goes out. However, the advertisement menu is retained in menu database 79 (Figure 6) of memory 78 (Figure 1) for later retrieval by the subscriber.

In summary, the present invention provides a method and system for efficiently delivering advertising to viewers. Effective advertising delivery is accomplished through the provision of interactive advertisements in conjunction with interactive video programming. Interactive programming techniques allow a subscriber to selectively obtain supplemental advertising information related to a viewed advertisement in the form of links to data stored in memory at the header facility, hyperlinks to the Internet, and option to purchase. In addition, supplemental advertising information is received through a subscriber television, eliminating the need to remember or type telephone numbers and addresses in order to call, send a letter, or access a separate computer system to obtain information. supplementary advertising. Additionally, since the advertisement menus are maintained at the headend facility, the subscriber can save and retrieve the supplemental advertisement information for an extended period of time.

Those skilled in the art will appreciate that conventional computer programming techniques could be applied to produce steps equivalent to those described herein by means of a vastly different configuration of tasks. Furthermore, although the present invention has been described in terms of analog interactive television, such as that commercially available under the trade name mainStreet, nothing prevents the principles described herein from being applied to an interactive video distribution system that complies with the standards of the Mobile Imaging Expert Group (hereinafter MPEG).